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Man Sues Brewery Because Pink Beer Promotion Made Him Feel Forced to Identify as a Woman

A Welsh man took UK brewery BrewDog to court over a gender equality promotion that made him feel forced to identify as a woman in order to buy his favorite beer at a discounted price.

In March of 2018, Scotland-based brewery BrewDog swapped the blue label of its popular┬áPunk IPA to a pink one and temporarily rebranded it as Pink IPA. The company described the move as an “overt parody on the failed, tone-deaf campaigns that some brands have attempted in order to attract women.” To get their point across even clearer, BrewDog decided to offer Pink IPA at a 20 percent discount to customers who identified as female for the few weeks that the beer was available. Little did they know that their sarcastic attempt at drawing attention to┬áthe gender pay gap would land them in legal trouble.

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